Instructions
Application: Identifying Peripheral and Central Route Persuasion in Advertising
Each day we are influenced by media from a variety of sources. Sometimes we rely on the central route to make meaning with the media source and sometimes we process information through the peripheral route. The goal of this assignment is for you to find examples of print ads and explain which route you chose and why that route was appropriate for you at that time.
To prepare for this assignment:
Review Chapter 5 in the course text, paying particular attention to examples of when people use the central or peripheral route to persuasion when viewing advertisements.
Find a magazine or newspaper advertisement where you used the peripheral route to persuasion to process the information.
Reflect on the factors that reduce your motivation and/or ability to process the content of the advertisement.
Think about a source cue, heuristic, or emotion that is present and the positive cognitive responses it generates to change your attitudes.
Consider whether you think the ad will change attitudes of other people who might read that ad and if the ad will have any effect on behavior.
Next, find a magazine or newspaper advertisement where you used the central route to persuasion.
Consider the factors that enhance your motivation and ability to process the content of the advertisement. Also consider the strongest and weakest arguments used in the message.
Reflect on whether you think the ad will change attitudes of others reading the ad, and if it will have any effect on behavior.
The assignment (1-3 pages):
Briefly describe the magazine or newspaper advertisement you found where you used the peripheral route to persuasion. Identify the factors that reduce your motivation and/or ability to process the content of the advertisement. Describe a source cue, heuristic, or emotion that is present and the positive cognitive responses it generates to change attitudes. Finally, explain whether you think the ad will change the attitudes of others and if it will have any effect on behavior.
Briefly describe the magazine or newspaper advertisement where you used the central route to persuasion. Identify the factors that enhance your motivation and ability to process the content of the advertisement. Describe the strongest and weakest arguments used in the message. Finally, explain whether you think the ad will change the attitudes of others and if it will have any effect on behavior.
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